Hickies, the two-year-old American company that launched an innovative elastic lacing system for shoes, has sold more than one million packages with 28 laces since its launch in July 2012 and is currently building its distribution network in Europe. The elastic laces, which turn a sneaker into a slip-on, were displayed at a stand at the Bread & Butter show in Berlin earlier this month. Sales agents have already been hired in England, France, Germany and Austria. Hickies has also signed contracts with local distributors in Spain, Italy, Croatia and Slovenia, Hungary, Romania and Slovakia. The brand will be marketed through sporting goods and fashion retail channels. The brand has been sold since April in Germany and since last November in Spain. Contracts with local distribution partners in Scandinavia will be signed in the next two months.  Hickies has raised $4.2 million in funding through the Collaborative Fund and the venture capital arm of an unnamed global footwear brand. Hickies is currently sold in 25 markets in Europe, North America and Asia, and through its website on hickies.com. The European head office opened in Zug in Switzerland last year is managed by Peter Mahrer, chief business development officer, who previously held top jobs at Adidas, Puma and Under Armour; and Ralf Puschmann, general manager for Europe, previously at Puma.

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